"Listening is perhaps the most essential neglected skill in business. Part of the reason
is that it's always been so hard...In the era of groundswell, listening is easy. Not listening,
however, is criminal."
Social media has allowed businesses to connect with it's customers and potential customers like never before. Companies are able to introduce and promote new products just by posting on Facebook or Twitter. Social media also has allowed customers to communicate with businesses without having to call a 1-800 number and wait on hold for hours. Someone can post on a company's Facebook page with questions, comments or concerns and (hopefully) get a response from a company representative. Facebook and other social media has also give new power to consumers by allowing them to connect with each other and share their experiences with a company or product.
When businesses use social media to listen to their customers, it can be a wonderful thing for all involved. However, when a company is not savvy with their use of social media, or aren't in touch with the needs and wants of their clients, it can be an epic fail.
Take, for example, Chapstick. Now, normally Chapstick is not known for being controversial in any way...I mean, how can you make lip balm scandalous, really? But the people at Chapstick did find a way when they posted this ad on it's Facebook page:
An image of a a girl looking for her Chapstick behind the couch. There was an immediate and swift reaction from the internet. As soon as the image was posted, people started commenting on it's tastelessness, objecting to the ad. One blogger in particular was outraged enough to blog her disgust with the image. When she didn't get a response from Chapstick, she took her fight to their FAcebook page. As soon as she commented, Chapstick deleted it. Other Facebookers were finding the same thing--when they posted a comment that was negative about the ad, it was quickly deleted by the company. What was ironic--and pointed out by many a facebook commenter--is that at the bottom of every Chapstick ad it states: "Be heard at facebook.com/chapstick".
At first, Chapstick seemed to be trying to ignore the controversy, not responding at all to the wave of negativity. Eventually, they had no choice but to say something after they couldn't keep up with deleting every comment that came through. They issued an apology after it was made clear that the people would not be ignored.
Finally, in an interview with Adweek.com, Chapstick head of global media relations Ray Kerins said: "We're committed to listening. We're committed to the dialogue. This is a perfect example of listening to your followers, your fans. We're trying to live by those words."
Chapstick and many other companies have had to learn the hard way--if you don't do your research and learn your client base, social media is not going to work for you. Li and Bergnoff point this out as well in Groundswell--do your homework, or Facebook will be an epic fail.
Listening is an important aspect of marketing that companies should really pay attention to. I really enjoy the 'live chat' feature that many of the bigger companies have programmed onto their websites. Because I have a dog, I go onto Petco.com a lot. I have used their live chat feature multiple times in deciding which products would be best for my breed of dog. They are especially helpful and polite. There is also a feature to rate the level of helpfulness that the customer service representative had.
ReplyDeleteColleen- wow, I hadn't heard about the uproar Chapstick caused. This is a perfect example of how Facebook hurt rather than helped a company. For a company to so brazenly delete the comments of their customers is not only wrong, but a terribly stupid pr move. You are not just ignoring those who posted, you are showing all those who may have supported you in the future how you view honesty about your product. Other businesses can certainly learn a lesson from this example!
ReplyDeleteThis is an interesting blog, Colleen. I hadn't heard about the Chapstick backlash, but it's a pretty clear example of the consequences of not listening to your customers. I'm still amazed at how quickly a protest campaign can be organized and executed using social media.
ReplyDeleteOh, and the "I won't be ignored, Dan" clip from "Fatal Attraction" is the perfect touch!